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Job Summary:

Reporting to the AVP, Performance Marketing & Customer Experience, the Sr. Manager, Lifecycle Marketing Manager will drive engagement and throughput throughout the customer journey.

A key contributor to the marketing team, they will be responsible for the development and execution of the overarching strategies that support customer lifecycle initiatives, owning end-to-end campaign processes, including campaign planning, customer segment identification, creative development, deployment, monitoring, and performance reporting.

This role will serve as an unyielding champion of the direct-to-consumer branded experience, utilizing technology, creative, and analytics to inform and execute a tactical roadmap to drive engagement and revenue across phases of the user journey, from lead acquisition through purchase, ongoing engagement, and retention.

Finally, this contributor will be responsible for identifying impactful opportunities, prioritizing those initiatives, and facilitating implementation to drive iterative impact to the business.

The ideal candidate must be both creative and analytical and possess the skills necessary to drive measurable impact on lifecycle marketing. This person will be responsible for continuous improvement and, through data-driven prioritization, drive initiatives that deliver substantial, measurable impact to the business. Ideal candidates will have experience in business(es) with a direct-to-consumer lead generation funnel, with additional benefit if the operations include a captive sales call center.

Key Responsibilities:

Strategy and Planning

• Partner with marketing leaders to define a roadmap of customer segmentation, messaging, campaign management, and triggered communications across the customer lifecycle.
• Develop comprehensive customer journey maps, nurture strategies, and customer loyalty initiatives across multiple brands, products, and campaigns.
• Leverage marketing automation (email, SMS, etc), content, and social media to support the growth of new customer acquisition and retention across marketing channels and brands.
• Influence and implement capabilities, including targeting, personalization, audience segmentation, and dynamic, personalized content to deliver highly targeted and relevant content to different customer segments.
• Continually refine and optimize lifecycle marketing campaigns to meet consumer needs.
• Stay informed about industry trends and best practices in CRM, loyalty, and e-commerce, and proactively identify innovative strategies and campaigns that enhance customer experiences to drive business results.
• Leverage and inform our martech capabilities to better engage with our customers and drive efforts to integrate 3rd party and internal tools with the marketing automation platform, from evaluation to implementation. 
• Develop business cases and champion the implementation of tools and strategies to support lifecycle marketing (consent management, content creation, social media, etc.).

Execution

• Build campaigns, experiments, and messaging that increase engagement, acquisition, and retention, working closely with marketing, UX, creative and analytics teams.
• Oversee technical execution of marketing campaign lifecycle initiatives, defining requirements, collaborating with creative, technical, and analytic resources to determine data needs, and integrating martech tools that support strategic initiatives.
• Build and execute test plans, identify winners, and proactively recommend optimization opportunities to ensure high email deliverability, engagement, and conversion.
• Evolve other channels (social media, video, etc.) to grow revenue from lifecycle marketing.
• Drive the creative and content development & iteration pipeline utilizing learnings.
• Develop and share insights and recommendations with stakeholders.
• Monitor email and SMS deliverability and opt-outs across domains for all brand campaigns implemented. Develop and apply strategies to optimize deliverability, reduce opt-outs, resolve IP reputation issues, and ensure proper inbox placement.

Performance & Analysis

• Utilize data analytics and key performance indicators to measure the effectiveness of lifecycle marketing campaigns, identify areas for targeted messaging and personalized experiences, and make data-driven decisions to enhance the consumer journey and drive an increase in profitable policies.
• Collaborate with sales and technology teams to apply call center data to marketing campaigns.
• Generate data-driven hypotheses to improve marketing performance, design and execute A/B tests, proactively recommend optimization opportunities, and ensure high email deliverability, reach, and engagement.
• Prepare and present regular reports on key performance metrics, campaign results, and strategic insights to senior management and stakeholders.
• Maintain data hygiene and validation.

Qualifications:

• Bachelor's Degree in Marketing, Business, Communications, or related field required, MBA a plus
• 7 years experience managing customer lifecycle marketing and delivering a measurable impact on business results, life insurance distribution experience a plus
• Fluent in email and SMS with hands-on experience leveraging marketing automation/CRM (Marketo, Twilio, Salesforce) systems to drive D2C customer engagement, experience with direct mail a plus
• Exceptional writing skills: content creation and social media experience preferred
• Strong project and time management skills, with an innate ability to identify, prioritize, and articulate highest impact initiatives and manage multiple campaigns simultaneously.
• Ability to work hands-on and influence decision making in collaboration with cross-functional teams and leadership

Essential Functions: This section is to outline the physical expectations of a job to ensure clear and fair hiring practices as well as to accommodate candidates with potential disabilities.

Skills:

• Solid understanding of and experience with customer segmentation, personalization, and lifecycle marketing strategies
• In-depth knowledge of trends and Can-SPAM, SMS/MMS best practices and regulations
• Strong analytical skills with the ability to interpret data and trends
• Able to decipher campaign logic and deconstruct rules into business language and vice versa
• Familiarity with HTML is a plus

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